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Putting the Citizen Back Into Citizen-Centric

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An introduction to service design concepts, tools and deliverables for public servants and others interested in improving the citizen experience.

An introduction to service design concepts, tools and deliverables for public servants and others interested in improving the citizen experience.

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Putting the Citizen Back Into Citizen-Centric Presentation Transcript

  • 1. Putting the Citizen Back Into Citizen-CentricHow Service Design Can Save You Headaches &Delight the PublicFriday November 26, 2010Jess McMullinCENTRE FOR CITIZEN EXPERIENCEjess AT ctzn.ca | 780.709.9396 | citizenexperience.com
  • 2. THANKSFOR YOUR TIME TODAY http://www.flickr.com/photos/-imax-/4759877703 CENTRE FOR CITIZEN EXPERIENCE
  • 3. INTRODUCTIONS CENTRE FOR CITIZEN EXPERIENCE
  • 4. A little bit about the Centre
  • 5. YOURTURN CENTRE FOR CITIZEN EXPERIENCE
  • 6. A TALE OF ELEVATOR FAILURE... http://www.flickr.com/photos/tatejohnson/ CENTRE FOR CITIZEN EXPERIENCE
  • 7. NO ONE WANTS A 1/4”DRILL BIT. NO ONE EVENWANT A 1/4” HOLE.... http://www.flickr.com/photos/dinnerwithkev CENTRE FOR CITIZEN EXPERIENCE
  • 8. THEY JUST WANT TOHANG A PICTURE. http://www.flickr.com/photos/michale/80671218 CENTRE FOR CITIZEN EXPERIENCE
  • 9. GOVERNMENT IS JUST ABIG DRILL BIT...NO ONEWANTS IT FOR ITSELF. CENTRE FOR CITIZEN EXPERIENCE
  • 10. GOVERNMENT =PROGRAMS& SERVICES http://www.flickr.com/photos/rideact/4596839593 CENTRE FOR CITIZEN EXPERIENCE
  • 11. HOW TO IMPROVE?BE CITIZEN-CENTRIC CENTRE FOR CITIZEN EXPERIENCE
  • 12. THE PROBLEMS WITHCITIZEN-CENTRIC TODAYhttp://www.flickr.com/photos/tanj/360027659 CENTRE FOR CITIZEN EXPERIENCE
  • 13. ACCOUNTABILITY FORSERVICE, ON RAMPSAND OFF RAMPShttp://www.flickr.com/photos/beglen CENTRE FOR CITIZEN EXPERIENCE
  • 14. WHO CAN HELP?CITIZEN ENGAGEMENTSERVICE INNOVATORS CENTRE FOR CITIZEN EXPERIENCE
  • 15. TOOLBOXhttp://www.flickr.com/photos/nadya CENTRE FOR CITIZEN EXPERIENCE
  • 16. SERVICEDESIGN CENTRE FOR CITIZEN EXPERIENCE
  • 17. CONCEPTSTOOLS & OUTPUTSEXERCISESGETTING STARTED CENTRE FOR CITIZEN EXPERIENCE
  • 18. CONCEPTS CENTRE FOR CITIZEN EXPERIENCE
  • 19. SO WHAT IS A SERVICE? http://www.flickr.com/photos/childofwar CENTRE FOR CITIZEN EXPERIENCE
  • 20. CITIZENShttp://www.flickr.com/photos/procsilas CENTRE FOR CITIZEN EXPERIENCE
  • 21. CHANNELS http://www.flickr.com/photos/eridius/ CENTRE FOR CITIZEN EXPERIENCE
  • 22. TOUCHPOINTSwww.flickr.com/photos/epsos CENTRE FOR CITIZEN EXPERIENCE
  • 23. INTERACTIONS http://www.flickr.com/photos/dm-set CENTRE FOR CITIZEN EXPERIENCE
  • 24. DEFINING MOMENTShttp://www.flickr.com/photos/adrianclarkmbbs CENTRE FOR CITIZEN EXPERIENCE
  • 25. FRONTSTAGE http://www.flickr.com/photos/49676009 N06 CENTRE FOR CITIZEN EXPERIENCE
  • 26. BACKSTAGE http://www.flickr.com/photos/uglynoid CENTRE FOR CITIZEN EXPERIENCE
  • 27. SUPPORThttp://www.flickr.com/photos/rene-germany CENTRE FOR CITIZEN EXPERIENCE
  • 28. EVIDENCEhttp://www.flickr.com/photos/uberculture CENTRE FOR CITIZEN EXPERIENCE
  • 29. TOOLS CENTRE FOR CITIZEN EXPERIENCE
  • 30. ETHNOGRAPHY http://www.flickr.com/photos/eyeliam CENTRE FOR CITIZEN EXPERIENCE
  • 31. DIARYSTUDY http://www.flickr.com/photos/paalia CENTRE FOR CITIZEN EXPERIENCE
  • 32. DIGITAL ETHNOGRAPHYhttp://www.flickr.com/photos/debbie_sonberg CENTRE FOR CITIZEN EXPERIENCE
  • 33. CODESIGN CENTRE FOR CITIZEN EXPERIENCE
  • 34. VISUAL THINKING CENTRE FOR CITIZEN EXPERIENCE
  • 35. CONCRETE ARTIFACTS CENTRE FOR CITIZEN EXPERIENCE
  • 36. PERSONAS CENTRE FOR CITIZEN EXPERIENCE
  • 37. CUSTOMER JOURNEY CENTRE FOR CITIZEN EXPERIENCE
  • 38. CENTRE FOR CITIZEN EXPERIENCE
  • 39. MAYA DESIGN CENTRE FOR CITIZEN EXPERIENCE
  • 40. UK CABINET OFFICE CENTRE FOR CITIZEN EXPERIENCE
  • 41. BUSINESS ORIGAMI CENTRE FOR CITIZEN EXPERIENCE
  • 42. CENTRE FOR CITIZEN EXPERIENCE
  • 43. CENTRE FOR CITIZEN EXPERIENCE
  • 44. CENTRE FOR CITIZEN EXPERIENCE
  • 45. CENTRE FOR CITIZEN EXPERIENCE
  • 46. CENTRE FOR CITIZEN EXPERIENCE
  • 47. CENTRE FOR CITIZEN EXPERIENCE
  • 48. CENTRE FOR CITIZEN EXPERIENCE
  • 49. CENTRE FOR CITIZEN EXPERIENCE
  • 50. CENTRE FOR CITIZEN EXPERIENCE
  • 51. CENTRE FOR CITIZEN EXPERIENCE
  • 52. CENTRE FOR CITIZEN EXPERIENCE
  • 53. CENTRE FOR CITIZEN EXPERIENCE
  • 54. CENTRE FOR CITIZEN EXPERIENCE
  • 55. CENTRE FOR CITIZEN EXPERIENCE
  • 56. SERVICE INVENTORY CENTRE FOR CITIZEN EXPERIENCE
  • 57. CENTRE FOR CITIZEN EXPERIENCE
  • 58. SERVICE BLUEPRINT MJ Bitner, 2007, Service Blueprinting: A Practical Technique for Service Innovation CENTRE FOR CITIZEN EXPERIENCE
  • 59. SWIMLANES CENTRE FOR CITIZEN EXPERIENCE
  • 60. EXPERIENCE STRATEGY CENTRE FOR CITIZEN EXPERIENCE
  • 61. EXERCISES CENTRE FOR CITIZEN EXPERIENCE
  • 62. 3 QUESTIONS1) Who is that citizen at the centre of our effort?2) What is their experience like?3) How can we serve them better? CENTRE FOR CITIZEN EXPERIENCE
  • 63. Q.WHO IS THAT CITIZENAT THE CENTRE? CENTRE FOR CITIZEN EXPERIENCE
  • 64. PERSONAS CENTRE FOR CITIZEN EXPERIENCE
  • 65. PERSONA WORKSHEET Quote CENTRE FOR CITIZEN EXPERIENCE
  • 66. PERSONA INSTRUCTIONS1. Spread out the photos in the photo 6. Now start to color in the persona as apacket. Choose one. real person. What’s their name? What’s2. Fill in the blanks, easiest to hardest their background?3. E.g. What is their role (Mom, Banker, 7. What are their three most importantResident) short term goals?4. What are their demographics? (Age, 8. What are key long term goals?income, occupation, family status, 9. What are two scenarios or situationslocation) that they are involved with your5. How comfortable are they with specific organization?channels? How comfortable are they with 10. If you could capture the essence ofdomain knowledge? What other factors this person & their needs in a quote, whatdetermine success? How are they with would that quote say?those? Grade them (low on the left) CENTRE FOR CITIZEN EXPERIENCE
  • 67. DISCUSSION CENTRE FOR CITIZEN EXPERIENCE
  • 68. Q.WHAT IS THEIREXPERIENCE LIKE? CENTRE FOR CITIZEN EXPERIENCE
  • 69. CUSTOMER JOURNEY CENTRE FOR CITIZEN EXPERIENCE
  • 70. CUSTOMER JOURNEY ELEMENTS Steps in the processWeb Touchpoints & InteractionsIn Person Phone Defining Moments CENTRE FOR CITIZEN EXPERIENCE
  • 71. DISCUSSION CENTRE FOR CITIZEN EXPERIENCE
  • 72. Q.HOW CAN WE SERVETHEM BETTER? CENTRE FOR CITIZEN EXPERIENCE
  • 73. SERVICE BLUEPRINT MJ Bitner, 2007, Service Blueprinting: A Practical Technique for Service Innovation CENTRE FOR CITIZEN EXPERIENCE
  • 74. BLUEPRINT ELEMENTSSupport Backstage Frontstage Evidence Actions Citizen Actions What do they see or hear that lets them know about the service? Our actions & activities CENTRE FOR CITIZEN EXPERIENCE
  • 75. DISCUSSION MJ Bitner, 2007, Service Blueprinting: A Practical Technique for Service Innovation CENTRE FOR CITIZEN EXPERIENCE
  • 76. GETTINGSTARTED CENTRE FOR CITIZEN EXPERIENCE
  • 77. GOVERNMENTIS GOVERNMENTIS GOVERNMENT http://www.flickr.com/photos/eduardozarate CENTRE FOR CITIZEN EXPERIENCE
  • 78. CENTRE FOR CITIZEN EXPERIENCE
  • 79. THE CHALLENGE OFOWNERSHIP OF CROSS-CHANNEL SOLUTIONShttp://www.flickr.com/photos/79286287 N00 CENTRE FOR CITIZEN EXPERIENCE
  • 80. ME PLUS ONEhttp://www.flickr.com/photos/lrargerich CENTRE FOR CITIZEN EXPERIENCE
  • 81. PARTNERPILOTPUBLICIZEhttp://www.flickr.com/photos/pasukaru76 CENTRE FOR CITIZEN EXPERIENCE
  • 82. THANKS AGAINQUESTIONS? Jess McMullin in to uch! CENTRE FOR CITIZEN EXPERIENCE * Stay jess AT ctzn.ca | 780.709.9396 | @jessmcmullin | citizenexperience.com CENTRE FOR CITIZEN EXPERIENCE